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Snacking in style

Celebrity fashionistas and cutting-edge fashion trends weren’t the only elements of great taste at the Mercedes-Benz Fashion Week in New York City – also present was Fiber One.

I was one of the lucky few who attended Mercedes-Benz Fashion Week as a Fiber One brand representative for our Fiber One Tasteful Accessory campaign. I enjoyed experiencing the fashion world coming together to celebrate the “Super Bowl of Fashion.”

It is a tight-knit community of artists, designers, media, bloggers, celebrities, etc., and I often felt like I was part of a very fashionable family reunion (but without the lawn games and potato salad).

Fiber One bars are the Official Snack of Mercedes-Benz Fashion Week, and they made a grand appearance as a tasteful accessory for snacking in style, with widespread sampling in the Grand Lobby of Lincoln Center.

In fact, we distributed an estimated 45,000 Fiber One bars to fashion show guests!

In talking to attendees, I learned that for many, fashion is art and a celebration of all things uniquely beautiful. I quickly learned that fashion is not “one size fits all,” but rather should be seen as inspiration to create a look that is personal, unique and an indication of who you are.

While I loved seeing the designer fashion shows like Nicole Miller, Monique Lhuillier, Custo Barcelona and Hervé Léger by Max Azria, I have to admit the attendees’ fashion was often more fun, memorable and a true testament that you don’t have to take fashion too seriously!

While catching a few fashion shows was a (very) nice bonus from our sponsorship of Mercedes-Benz Fashion Week, the actual objective of our Tasteful Accessory campaign is to drive trial and raise awareness of Fiber One bars as the perfect healthy snack to stash in your bag so you’re fashionably prepared when hunger pangs hit.

To bring this to life, we created the Great Taste Giveaway, where consumers could enter to win Fiber One bars or brownies or one of 100 $500 gift cards for a designer handbag of their choice – a perfect prize for stashing snacks when they’re on the go.

We also awarded a grand prize trip for Mercedes-Benz Fashion Week to a lovely couple from Michigan; you can read about their experience.

It was exciting to witness so many fashionable trendsetters take a fast liking to Fiber One bars. In fact, one attendee exclaimed, “Fiber One, you saved me this week! Now I will always carry a bar in my bag so I have a snack handy!”

As a member of the Fiber One team, I hope that becomes a fashion trend that never goes out of style!

Lisa Tomassen is an integrated marketing communications manager at General Mills, based in Minneapolis. She is part of the Big G Family Business Unit supporting our cereal brands, including Lucky Charms, Cinnamon Toast Crunch, Chex, Trix, the Monster cereals and others. She began her career at General Mills in 2010.
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